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 Enhancing Disney Genie+ Service for Improved Guest Experience

Project Overview

  • Company: The Walt Disney Company

  • Project Duration: 3.5 months

  • Role: Product Designer

  • Tools Used: Figma, Fig Jam, Usertesting.com, Sketch

  • Team Collaboration: Product Managers, Developers, Stakeholders

Background

Disney Genie is a complimentary service embedded within the My Disney Experience app, designed to personalize guests' itineraries based on their interests, making their theme park experience magical. An extension of this service, Disney Genie+, allows guests to use Lightning Lane entrances at select attractions and experiences. However, guests can currently only cancel booked experiences rather than modify them, which restricts flexibility and control during their visit.

Objective

To enhance the Disney Genie+ service by introducing a feature that allows guests to modify their booked experiences, offering them greater control and making the overall user experience more seamless and enjoyable.

Research & Analysis

User Pain Points

  • Lack of Flexibility: Guests could not modify their reservations, limiting their ability to adapt plans on the fly.

  • Confusion and Anxiety: Guests were uncertain whether they had optimized their experience because they could not adjust their plans after booking.

  • Limited Control: The current system felt restrictive, leading to frustration among guests who wanted to change their itinerary.​

 

Competitive Analysis

  • Evaluated similar services in the travel and entertainment industry, such as Universal's Express Pass and Fast Pass+ systems, which allow limited modifications.

  • Identified best practices and opportunities to provide a superior experience with Disney Genie+.

Design Process

1. Evaluation of Existing Flows

  • Current State Analysis: Reviewed the existing booking and cancellation flows within Disney Genie+.

  • User Journey Mapping: Mapped out the guest journey from initial booking to post-visit, identifying key touchpoints where modifications could be integrated.

2. Ideation & Conceptualization

  • Brainstorming Solutions: Collaborated with cross-functional teams to explore potential solutions for incorporating modification options.

  • Sketching & Wireframing: Created low-fidelity wireframes to visualize the new entry points for modifications, focusing on usability and consistency with the existing app design.

3. Prototyping

  • Low to High-Fidelity Designs: Developed prototypes that ranged from basic wireframes to high-fidelity mockups, iterating based on feedback.

  • User Testing: Conducted usability tests using prototypes to ensure the new feature was intuitive and met user needs. Adjusted designs based on feedback from these tests.

Visual Design & Interaction

Mini Tip Board Enhancement

  • Simplified Navigation: Introduced a slimmer version of the tip board, accessible through the Tip board or My Day. This mini-tip board organizes activities into categories like “Modify Time” and “Modify Attractions.”

  • Interactive Elements: Replaced the ellipsis with actionable CTAs like “Swipe for this Time” or “Swipe for this Experience,” making the modification process more intuitive.

Review & Playback Feature

  • Visual Feedback: We added a visual playback feature on the review detail pages, allowing guests to preview changes before confirming them. This ensures that guests feel confident about their itinerary modifications.

High-Fidelity Designs

  • Incorporated Disney’s branding elements to maintain consistency.

  • Designed for a smooth and magical user experience that aligns with Disney’s standards.

Prototype

Prototype Flow Explanation:
Guests with existing bookings want to adjust one of their plans to the next available option. The process begins in the "My Day" tab, where the guest selects their booked experience, "Expedition Everest – Legend of the Forbidden Mountain," and chooses the "Modify" option. The guest then proceeds to change the time of their booked plan.

Outcome & Impact

  Enhanced User Control: Guests now have the flexibility to modify their itinerary, giving them more control over their day and reducing anxiety about missing out on experiences.
 Improved User Satisfaction: The ability to make on-the-fly adjustments led to increased guest satisfaction and positive feedback.
  Increased Engagement: The new feature encouraged guests to interact more frequently with the app, increasing overall engagement and usage of Disney Genie+.
Positive Business Impact: The upgrade contributed to higher app ratings and improved customer retention, aligning with Disney's commitment to delivering magical experiences.

Reflections

By introducing the feature that allows guests to modify their attractions, they now have enhanced control over their daily plans. This added flexibility has significantly improved the user experience with the Genie Plus service, enabling guests to optimize their day seamlessly. Continuous iteration, guided by user feedback, was essential in refining the design to meet and exceed user expectations.

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